Web Design Insights: Sapphire Falls Web Design, Franklin TN
Custom Websites for Nashville at Franklin, TN
Sapphire Falls Web Design ™ delivers custom web development solutions meeting unique marketing strategies for businesses throughout Nashville and Williamson County including Brentwood, Franklin, Leiper’s Fork, Nolensville, Spring Hill and Thompson Station.
Our web design studio just south of Nashville handles all aspects of web development including Search Engine Optimization (SEO), open source Content Management Systems (Joomla! or WordPress), Social Media Optimization (SMO), Graphic Design, eCommerce, website security, as well as lightning fast cloud hosting.
As Oli Gardner of Unbounce states in his video “7 Principles of Conversion-Centered Design” https://www.youtube.com/watch?time_continue=2&v=w87hTii1Dao one should “never start a marketing campaign without a dedicated landing page”. The key challenge in good web design is to get viewers to take appropriate action on a specific campaign goal while viewing a landing page.
I came across the new Boy Scouts of America website https://www.mtcbsa.org/ that utilizes conversion-centered design perfectly. The key Call-To-Action, Join Now button, is an attention-driven anomaly placed above the fold in the landing page. This largest round shaped Join Now button, stands out from the less important smaller ellipse shaped buttons.
Interestingly, the Boy Scouts website takes the conversion-centered design to another level by use of video. Remember the old adage “A picture is worth a million words”. Well logically, a video is worth a million words times 60 frames per sec times the number of seconds. This excellent Boy Scouts video not only shows what scouting is about but also keeps you looking at the main Call-To-Action button for an extended time. Nice!
Scrolling down below the fold of landing page with video, another hierarchy of buttons exist. This third level of buttons has new shape and color. The tree structure of all Call-To-Action buttons is:
- New Parents
- Upcoming Events
- Donate Now
Now let’s consider Attention Ratio which is the ratio of the number of things you can do on a page to the number of things you should be doing. The one key conversion goal on home page is to “Join Now”, but attention ratio for this CTA is diluted to 10:1
This situation lends itself well to A/B testing. Assuming the intent is to increase Boy Scout membership, then test a new layout by removing 3rd level CTA buttons. If membership requests significantly increase, determine if removal of 2nd level CTA buttons also has a significant impact on membership requests. Only through A/B testing can one determine the optimal level of CTA buttons on this landing page.
Free Website Performance Testing
When being interviewed by a business team for a website redesign project, someone stated: “My web designer continues to charge me for things that I really do not understand. You really have to trust that your web development guy knows what they are doing. So, why should I use your services over my current website agency?”
It’s always fun and often surprising to review my competitor’s website performance in comparison to my own website.